Target’s New Swim Campaign Features Real Women of All Shapes

Photo: Target via Buzzfeed

If you’ve ever gotten nervous about buying a swimsuit because you don’t exactly resemble a girl in the pages of Sports Illustrated, Target’s newest campaign is for you.

This season, the megastore is taking a new approach when it comes to advertising its swimwear. Instead of shooting racy-looking ads of slim, tall, super-toned models frolicking on the beach wearing skimpy bikinis (or Photoshopping out someone’s crotch), the brand has chosen four real—read: non-model—women to showcase its collection.

All four ladies are bloggers: Nashelly Messina (Fabulatina), Nikki Minton (My Style Diaries), Sarah Boyd (Simply Stylist), and Chantè Burkett (Everything Curvy and Chic). They also all have vastly different body types—hence the name of the campaign, “Target Loves Every Body.”

Photo: Target via Buzzfeed

To coincide with the ads, Target has released a promotional video, in which Marie Claire Senior Fashion Editor Zanna Roberts Rassi helps Messina, Minton, Boyd, and Burkett find the perfect swimsuit styles to complement their favorite features, and disguise the ones they’re not so into. It’s really helpful info for anyone watching the video, as well… no matter what your size or shape.

“By partnering with real women that represent a range of body types and working with someone with a deep knowledge of styling and fashion like Zanna, we wanted to… inspire women to discover that Target has a suit for every body type, every style, and every size, and you won’t need to pay a lot for it, Target told Buzzfeed. 

We couldn’t agree more—and are fully expecting Target’s customers to appreciate the ads’ reliability factor, as well. Dear fashion brands: More campaigns like this, please!

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